Animia is a clothing company I “created” about the reflection of nature within ourselves. Look closely at the human structure and observe the forest within.
The root word of Animia refers to a vital principle or essence that is present in living things
The logo mark for Animia mirrors the letter a, grounding itself with roots that reach downward. Like an inkblot, each person sees something different. What do you see? Lungs breathing life? A figure in stillness? A tree connecting earth and sky?
The debut collection (to the best of my fashion design abilities)
Animia Store
I wanted the Animia store to feel like stepping inside my mind while creating the brand (but organized). It should feel organic and full of life. Nature everywhere, greenery covering the space, and plenty of wooden elements. I knew I wanted there to be a tree in the middle of the store (it’s basically the center of my brand), representing over-the-top nature. I incorporated elements from the packaging into the store to make sure nothing felt disconnected, which is why the human nervous system is etched into the wall. The fitting rooms feel like their own little forests, with walls made of branches and moss carpeting. One of my favorite parts of the brand is that the mannequins are made of woven twigs. If the brand is about our bodies and nature being reflections of each other, why would the mannequins be left out?
From the box to the bag, I used vintage tree and human anatomy drawings to inspire the packaging for my brand.
Guerilla Marketing
Animia uses the nature that’s already in the cities and towns to its advantage. Carving out a hands from ivy growing on a buildings, painting faces above the roots that grow on the side of brick walls. Nature is the brand, so nature will be used.
